A
digiday.com
article recently delved into the challenge that
digital publishers face when it comes to content
recommendation engines on their sites. When a respected
site such as The Atlantic has links to content such as
“The Latest in Gray Hair Solutions” - thinly disguised
ads masquerading as legitimate articles - there is cause
for concern.

News sites
are searching for revenue streams, and recommendation
engines are willing to pay for a place on their pages.
However, the worry is that while the money is good, the
impact on the publishers’ brands may suffer.

Many
journalists are embarrassed by the links. Others believe
that advertisers would not be paying for the space if it
wasn’t attracting activity, and the ability to monetize
through this form of advertising keeps content free to
the public.

The
divergent opinions are best articulated by remarks from
Slate magazine’s editor, David Plotz, who believes that
the links generate revenue for his company while
providing an additional service to the readers. On the
other hand, New York magazine Editorial Director Ben
Williams has stated that the revenue does not offset the
downsides he perceives, including sending visitors
off-site and the aesthetics affecting his brand.